Three months in GM
This time, I’d like to talk about something that is not involving Expo – something about GM China that I have learned since joining the team just three months ago.
Over the past three months, I kept asking myself two questions. The first is: Why is GM a good company that I feel is worth working for? The second question is: Why is GM successful in China?
I got the answers from one of my conversations with Kevin Wale, the president and managing director of GM China. He told me you need to do everything right and execute every fundamental well to be successful.
He was right. You will not be successful if you fail to pay attention to every detail in a new market. As the old Chinese saying goes, one ant hole can cause the collapse of a thousand mile-long dike. However, a successful business demands a vision, thoughtful preparation and well-planned execution. In short, it is about doing the right thing.
Then I asked: What did GM China do right?
Kevin gave me some answers. However, what I’d like to share is not what he said, but what I have concluded from my experience with GM China.
First of all, GM China formed a true partnership with its partners. Throughout the years, the leaders of GM China, including Kevin, have stuck to the principle of bringing the latest technology to China.
GM was the first global automaker to set up an engineering and design joint venture with a Chinese partner. It was also the first foreign automaker to participate in a joint venture with two other Chinese partners. That joint venture is SGMW. And it was the first global automaker to set up a joint venture with its Chinese partner (SAIC) to explore cooperation in India and other emerging markets.
One time when he was on a business trip in northeastern China, Kevin was suddenly needed in Hong Kong for a business meeting with SAIC President Chen Hong. Kevin had limited flight options. He was forced to fly back to Shanghai, sit at the airport for four hours, and then take the next available flight to Hong Kong. I wondered if it was necessary. Kevin replied, “Chen Hong needs my support.” He made that trip. I am sure Chen Hong does not know about this situation even today.
This is the basic notion and philosophy of GM China: GM cooperates sincerely with its partners in China.
Second, put the customer first. GM brands cater to different customer needs and segments. It tailors products from the global GM portfolio for the Chinese market. At most global automakers, the engineering and marketing divisions have the greatest influence in deciding when and which new vehicle models will be introduced into the market. At GM China, the marketing people, who closely monitor consumers’ needs, have a major say in the design and manufacture of every model.
When an automaker puts the customer first, and challenges itself from the perspective of customers to improve its products, that is called “doing the right thing.”
Third, it is providing the best products. Surely, this is the result of customer focus. When you focus on the customer, you try your best to develop the best products for your customers. That is what you have seen with GM. It has made continuous efforts to improve the fuel efficiency of its products and have made great achievements in this area. Its products such as New Sail now are segment leaders in fuel economy as well as safety, comfort and quality.
GM’s vision is “To design, build and sell the world’s best vehicles.” This vision also governs its efforts in China.
I just returned from Detroit, where I visited the general control center of OnStar and tested and drove the Chevrolet Volt. It is quite hard to express how I felt in a few sentences. So I would like to quote Mark Phelan, the chief automotive industry reporter for the Detroit Free Press. During an interview with CNBC, he was asked to summarize the Detroit auto show in one sentence. Mark replied, “The Chevrolet Volt will make talking about hybrids irrelevant because it will be that much better!"
I also noticed in the past two months working at GM China that GM is a leader in advanced technology. We will show the world our vision for transportation in the year 2030 at World Expo 2010 Shanghai. Visitors to our pavilion will see advanced, environmentally friendly vehicles. In the future, you will be able to just tell your vehicle where to go, then surf the Internet, read a book, or hold a conference call with your team. Your vehicle will drop you off at the door of your office or your home. Your vehicle will be able to choose another route with less traffic if it encounters a traffic jam. Vehicles will be connected to each other and to the infrastructure.
GM has been doing everything in a down-to-earth manner in China to facilitate today’s achievements. So, is GM a good company that I feel worth working for? Yes, this is a company worth working for and worth working for quite hard.
After years of working experience, you may realize that most things you pursued were actually not all that important. However, it is a wonderful thing to find a company that is worth devoting yourself to.
Is this english version translated from the Chiense one or is it an original one? I mean this English is so good!